The Impact of Digitalization on B2B Business Models - Opportunities and Challenges

Abstract

This thesis explores the impact of digitalization on B2B (business-to-business) business models and analyzes the opportunities and challenges it brings. First, the thesis introduces the basic concepts of digitalization, including core technologies such as big data, social media, artificial intelligence, and e-commerce. The subsequent sections delve into the evolution of B2B e-commerce models, encompassing diverse categories such as sourcing platforms, e-marketplaces, bilateral connections, and B2B online stores. A particular emphasis is placed on the manner in which digitization has transformed business operations, customer relationship management, and marketing strategies. These analyses are anchored in the case study of the BASF Corporation. The study's findings indicate that digitization can significantly enhance business operational efficiency, reduce costs, expand market reach, and optimize customer experience. However, it also introduces challenges such as new competitive pressures, increased investment costs, and cybersecurity risks. The paper concludes with recommendations for B2B companies to more effectively utilize digital technologies to achieve sustainable growth.